What (or who) makes (or breaks) a brand?

If you’re managing a brand in any way or working on any creatives around an existing brand, it might be worth your while to analyse who the stakeholders of the brand are and the power they wield over it.

Who are your:

1. Brand Champions: those who actively work for promoting the brand further, in all ways

2. Brand Agnostics: those who are neutral to it

3. Brand Cynics: those who are not to happy about the state of the brand at the moment

4. Brand Saboteurs: those who actively work against the brand idea.

Reference: Googly – Branding on Indian Turf by Ramanujam Sridhar

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